How a condensed signup form affects name conversion rate on a landing page Experiment ID: #7952


FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.

Experiment Summary

Timeframe: 10/20/2017 - 11/27/2017

FamilyLife wanted to increase name conversion rate on their free online course, I Still Do. They hypothesized that one element of friction on the page was the length of the acquisition form, so they wanted to test a condensed version of the form. Other elements of the page were the same.

Research Question

Does a shortened form decrease friction on an acquisition page, and increase conversion rate?


C: Control
T1: Condensed Form


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 91.7%
T1: Condensed Form 95.1% 3.7% 100.0%

This experiment has a required sample size of 401 in order to be valid. Since the experiment had a total sample size of 2,647, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 3.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The condensed form increased conversion rate by 3% and average gift by 2%. The removal of friction in the process motivated more people to follow through and get signed up for the course.

Experiment Documented by...

Allison Jones

Allison is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.